"On May 1st, the Shanghai International Coffee Culture Festival kicked off, accompanied by the release of the '2024 China City Coffee Development Report.' The report revealed that China's coffee industry achieved an astounding scale of 265.4 billion RMB (approximately 36.66 billion USD) last year, with an average annual consumption of 16.74 cups per capita. In 2023, the number of coffee establishments in Shanghai surpassed the national count, reaching 9,553. Shanghai also stands out as the city with the highest concentration of foreign-funded coffee enterprises, hosting 2,056 such businesses. Furthermore, Shanghai-based organizations contributed over 40% to the country's total raw coffee bean exports, solidifying the city's pivotal role in the global coffee landscape.
The Coffee Carnival took place in Shanghai from April 30th to May 4th, featuring renowned international coffee brands like Starbucks, Lavazza, COSTA, %Arabica, Luckin, and McCafé, alongside more than 50 esteemed local coffee shops. McCafé, in collaboration with the Chinese animation IP 'Naloong' (奶龙), offered an interactive game and blind box gifts to participants, as well as complimentary items and discounted McMuffins with coffee purchases. Starbucks, on the other hand, unveiled limited edition coffee, croissants, spring eco-bags, and stickers, attracting consumers to 'check in' at their stores.
Furthermore, takeaway, payment, and social media platforms launched the 'Drinking in the City' campaign in Shanghai, with an investment of nearly 100 million RMB (approximately 13.8 million USD) in the consumer market. As part of these initiatives, Ele.me collaborated with Starbucks for the 'Every Thursday, This Cup is on Me' promotion, offering 550,000 cups of free coffee. Xiaohongshu (RED) introduced the month-long 'Coffee Stroll in Shanghai' event, unveiling the special '78 Choose 3' coffee map.
Xu Jian, the Deputy Dean of Shanghai Jiaotong University's School of Media and Communication, commented on the rise of local brands driving innovation in China's coffee market, which has prompted global coffee brands to develop a distinct 'Oriental taste,' such as Maotai-flavored latte.
In recent financial disclosures for the second quarter of the fiscal year 2024, Starbucks revealed promising figures for the Chinese market. With a net increase of 118 stores, marking a 14% year-on-year rise, the total number of Starbucks outlets in China soared to 7,093. This expansion extended to 20 new cities, covering nearly 900 county-level areas. Moreover, Starbucks reported a record-high 90-day active membership scale, surpassing 21 million."
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